Almost 60% of retail purchases influenced by the web

Around 60% of clothes shopping either takes place via or is influenced by the internet, according to a new study by Google and Compete, which marks a growing blur between online and offline commerce.

The shift includes shopping on mobile devices including tablets and smartphones. One in five (24%) clothes consumers are using mobile devices on a daily basis to look up products. Video was the most successful means of enticing shopping, with four in ten shoppers visiting a store after watching a product video.

“We’re seeing massive changes in the use of digital, mobile devices and video in driving apparel sales,” said Todd Pollak, Google’s industry director for retail.